A short history of location-based services

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Slides from the short presentation I did at Mobile Marketing Magazine's mRetail Summit last week.

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A short history of location-based services

  1. 1. A potted history of LBSPrepared byHelen Keegan, January 2012http://technokitten.comhttp://mwcfringe.comhttp://swedishbeers.org@technokittenhelen@mwcfringe.com Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  2. 2. It’s not all about technology Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  3. 3. And then came mobile• Or wireless as we called it back then• There were a few visionaries who saw the opportunity Mr. AdGood Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  4. 4. Back when phones looked like this Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  5. 5. And even got some traction• ZagMe video – 3 minutes• http://www.youtube.com/watch?v=CIvdZM5- Mh8 Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  6. 6. But…• We were all way too early• Ran out of money• Closed or pivoted• Moved on• So much for the £11 billion LBS advertising market Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  7. 7. And then we had bluespam• Or BlueCasting• Or BlueJacking – remember JellyEllie and BlueJackQ?• I can’t remember how many bluetooth marketing companies I came across in 2003. They were all doomed.• Inherent design flaws in the bluetooth system at the time• Little better now – plus we’ve moved on Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  8. 8. Google• When Symbian came out, Google made their mapping product compatible c 2003/4. And it worked.• Business model? Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  9. 9. Experiments in games & the arts Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  10. 10. A sensible use of location • Mr Clarinet book launch Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  11. 11. And mobile and social had begun • Check-ins • What’s nearby • Reviews • Find a friend • Mashups • Most too early Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  12. 12. And we play around with QR codes &image recognition• Usability still an issue• Brands and retailers can’t seem to get their heads round the mobile bit of it – No mobile access in some locations – Redirects to a full-fat website – Does nothing Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  13. 13. Enter the iPhone era• Mobile and social hits us again with Facebook and Foursquare. Check-ins become cool.• And we see mobile couponing re-emerge in a big way – Vouchacha – Vouchercloud – Groupon (and all its clones) – Eagle Eye etc etc• Search on mobile internet gets a whole lot better• Mobile Advertising can be bought by location• Mapping gets even better Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  14. 14. So what do I do?• As a retailer – Own your locations otherwise someone else will – Location is mostly irrelevant without context – Think customer service - technology does not replace good customer service – Be mindful of customer privacy concerns – You need to learn, so experiment – Don’t give up at the first hurdle – Keep an eye out for new trends – Make it easy for customers to find you and tell their friends about you Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  15. 15. What’s next • Consolidation • Augmented reality • Multiple devices • App fatigue / tech fatigue • Mobile internet • mCommerce • Social search • Facebook is the internet • Siri & its ilk Copyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.
  16. 16. Barcelona 26 February – 2 March 2012 Thank you Helen Keegan – helen@mwcfringe.com +44 794 053 8802 http://technokitten.com http://mwcfringe.com http://swedishbeers.org @technokittenCopyright Helen Keegan 2012. All rights reserved. All information correct at time of going to press. E&OE.

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